Feng ‘Sway’ – Mindful Control of the Startup Venture

Blog | by Norman Kay | 10.30.2015



Startup entrepreneurs in all genres are the primary stakeholders, the shakers, the ingénues, continually stimulating the pulse of what’s fresh and unexpected. They’re the Feng and they’re the ‘Sway’ leading the way, clearing the path, and seeding opportunity for all the dreamers.


They can build a business and arrange it anyway they wish, but can they inspire the demotarget and bring them all to the threshold of the new idea? They don’t get to pass go at the launch point unless they navigate this successfully.


Feng ‘Sway’ answers the critical So Who Are You – and why should we turn our heads.


Assuming the idea is big, it’s functionally and esthetically different, and it reveals fascinating long legs, success at the nascent market entrance will depend upon the startup’s skill in cultivating an identity within its core community.


Adweek speaks to the primary issue of naming the enterprise, maintaining the KISS approach and abandoning bizspeak meanderings.


“Today, tech entrepreneurs seem to better understand the power of branding, choosing names like Dropbox, Banjo, Rent the Runway, Secret, Mailbox – you know – actual words. “We wanted a word that meant only one other thing, like apple and amazon,” says Damien Patton, CEO of Banjo, a social analytics provider. “It’s a real word, it’s easy to pronounce, it’s recognizable, and it’s short.”


Equally critical is the baseline development of the enterprise’s aesthetic palette – The BVID – Brand Visual Identification Design definition. This is the personification of the new product or idea. The story, cradle to launch, is bedrock; you get one shot to create a new, real, compelling entity. Then: font, color, texture, voice, style, attitude, balls and money – press ‘go.


At its essence, KISS, may be the simple curation of something potentially beautiful, bold and provocative. Simple doesn’t mean boring or uninspired. It’s just as likely elegant and successful. As we know, it’s all about the experience. The product or idea – ‘The Thing’ – must convey the experience. So, the conundrum, do you want to give birth to a fissionable experience and then invent a substrate to carry it forth, or do you want to invent ‘The thing,’ and hope that the experience ensues?